creating content for wechat official account

While subscription accounts and service accounts target external markets, WeChat enterprise accounts are primarily for internal communication and management. For hotels and airlines, in particular, booking systems can even be built within the app. Service accounts are the best choice for businesses with a large audience or with large customer databases, such as airlines and hotels. Compared to subscription accounts, the posting frequency of service accounts is lower, but the visibility is higher due to push notifications. When the posts are published, the updates appear as push notifications in followers’ chat lists. Service accounts can publish up to 4 times per month, with 1-6 articles each time. After verification, service accounts have access to 9 advanced APIs that enable the brands to create additional apps and functions such as Instant Customer Service, GPS, Payments, etc. Verified service accounts can also register for WeChat Pay and set up a WeChat Store. They offer more robust functionality as compared to subscription accounts.

WeChat service accounts focus on customer service, API integrations, e-commerce, and CRM. Subscription accounts are most suited to individuals and brands that are content-based or information-oriented, such as media publications. Subscription accounts are the only type of official account that is open to individuals, such as bloggers and celebrities, as the others require a company business license. All updates are sent to the users’ subscription folder with no push notifications. They can publish once a day to subscribers and publish 1-6 articles each time. They are used much like a daily news feed. WeChat subscription accounts focus on information and brand communication. Let’s look at three types of WeChat official accounts: subscription accounts, service accounts, and enterprise accounts. Official accounts are available to media, government organizations, individuals/celebrities, and businesses. Setting up a WeChat official account allows brands to reach out to a huge audience and raise brand awareness in an effective way. WeChat is an essential and outstanding marketing tool for businesses to enter the Chinese market. Let’s begin with finding out which type of WeChat account matches your needs and goals. WeChat’s usage in China is ubiquitous, you’d be hard-pressed to find a person who DOESN’T use it in China. It has grown into the largest and most influential social network in China. WeChat is taking over China in both social and commercial aspects. As of September 2018, the number of monthly active users for Weixin and Wechat was clocked at 1.082 billion, nearly 2/3 of China’s total population. With 41% of the total population of China logging into WeChat every day and use various functions for daily tasks as of 2016. WeChat is spreading at rocket speed in China. Meanwhile, more than half of them are using one online social service to chat with friends, make voice and video calls, play games, split lunch bills, make online payments, and even send red packets during Chinese New Year. A country with over 1.4 billion people has no access to Facebook, Instagram, and Twitter.

Creating content for wechat official account